Mondelēz International has a strategic plan to grow, and its people are key to fuelling that growth. And so, their IT and business services function devised Amazing People, an engagement programme focusing on areas like skills development, recognition and wellbeing. Fresh acted as a partner, devising the communications strategy and then creating a visual identity and collateral that immediately conveyed people-centricity, engaging colleagues across multiple countries and cultures.
IOIC Awards 2020 – Award of Excellence
The brief
The communications goal was to raise awareness of Amazing People with line of sight to the over-arching corporate growth strategy, and engage colleagues across the globe in specific activities throughout the year. The target was to see upward movement in the engagement score from the previous year’s employee survey.
The challenge
Fresh used a range of digital communications channels and virtual events to reach a diverse, global workforce in a way that would resonate across cultures, supplemented with local face-to-face activities held by employee groups in each country.
The approach
The Amazing People design was used consistently across all collateral and events, creating an easily recognisable identity that resonated across diverse cultures. The creative focused on a logo and four pillars to group different activities for ease of understanding. Each of the pillars had a colour and icon so that communication and events could be badged according to the activity, to maintain line of sight to Amazing People and keep it front of mind.
The results
An engagement score of 76 was recorded in the next employee survey– an increase of three versus benchmark. Return on investment was maximised by focusing Fresh time on the strategy, creative, content and key deliverables, with the majority of activities delivered by the client’s Learning & Development team and local employee groups.
